Google Ads Audit
An independent, expert review of your Google Ads account — identifying wasted spend, structural issues and untapped growth opportunities. Delivered as a clear, actionable report.
Audit Coverage
No area is glossed over. The audit examines account structure, campaign settings, bidding, targeting, creative and tracking in detail.
The Process
Read-only access is granted to your Google Ads account via a manager account link. No changes are made during the audit process.
A systematic review is conducted across all audit areas — structure, bidding, targeting, creative, tracking and growth opportunities — typically completed within five working days.
A detailed written report is delivered, categorising findings by severity — critical issues, warnings and opportunities — each with a clear explanation and recommended action.
A video call is included to walk through the findings, answer questions and discuss the recommended priorities for implementation.
Clients who proceed to ongoing Google Ads management following an audit have the audit fee credited against their first month of management.
Why Audit?
In accounts managed by in-house teams or previous agencies, the same categories of issues appear repeatedly: broad match keywords without proper negative lists, conversion tracking that can't be verified, campaigns structured for convenience rather than performance, and bidding strategies operating without the data they need to function correctly.
An independent audit provides an objective view of the account — free from the assumptions and blind spots that develop over time when the same person manages the same account. The findings provide a clear basis for improvement, whether that improvement is implemented in-house or through ongoing management.
No vested interest in what the findings say — the audit reflects the actual state of the account, not a sales pitch.
Every finding includes a recommended action, prioritised so the highest-impact issues are addressed first.
Issues are evaluated against what best practice actually looks like in practice — not just what Google recommends.
A fixed cost agreed upfront based on account size — no hourly billing, no scope creep, no surprise invoices.
Pricing
Fixed fee pricing based on account size and complexity. Every tier includes a full written report and walkthrough call — the scope of review scales with the account.
Starter
One-off, fixed fee
For small accounts running up to 3 campaigns with a monthly ad spend up to £3,000. Ideal for businesses that have set up Google Ads independently and want an expert second opinion.
Includes
Growth
One-off, fixed fee
For accounts running 4–10 campaigns with monthly ad spend between £3,000 and £15,000. Suitable for established businesses looking to improve performance and efficiency.
Everything in Starter, plus
Enterprise
Quoted on request
For large or complex accounts with 10+ campaigns, multiple markets or significant monthly spend above £15,000. Scope and fee agreed following an initial briefing call.
Everything in Growth, plus
All audits are delivered within 5 working days of account access being granted. The audit fee is credited in full against the first month of ongoing management if you proceed. VAT will be applied where applicable.
FAQ
Common questions about the Google Ads audit service. For anything not covered, get in touch directly.
No. A read-only manager account link is sufficient for the audit to be completed in full. This means no changes can be made to your account during the process and you retain complete control throughout. The access can be revoked at any point after the audit is delivered.
Most audits are completed and delivered within five working days of account access being confirmed. Larger enterprise-level accounts with more campaigns and markets may take slightly longer — this would be confirmed at the point of briefing. The walkthrough call is scheduled once the written report has been delivered and reviewed.
You receive a detailed written report covering all findings, categorised by severity — critical issues, warnings and growth opportunities. Each finding includes a plain-English explanation of the problem and a recommended action. The report is designed to be actionable by your own team or a chosen agency, as well as by Pathfind. This is followed by a video walkthrough call to go through the findings in detail.
Yes, absolutely. The audit report is written to be understandable and actionable whether you manage your account in-house, pass it to an existing agency or proceed to ongoing management with Pathfind. There is no obligation to use any further services — the audit is a standalone deliverable. If you do proceed to ongoing management with Pathfind, the full audit fee is credited against your first month.
In many cases, accounts managed by agencies benefit most from an independent audit. Agency-managed accounts often contain inherited structures, legacy settings and optimisation decisions that have never been revisited. An independent audit provides an objective view that is not influenced by the assumptions or working practices of whoever set the account up. It can be particularly useful if performance has plateaued, costs have increased or you have doubts about whether your budget is being used effectively.
The right tier is determined by the number of active campaigns and your approximate monthly ad spend. If you're unsure, get in touch with a brief description of your account and the appropriate tier can be confirmed before any payment is taken. There is no obligation to commit to a tier before discussing the account.
Get Started
Share a brief description of your account — number of campaigns and approximate monthly spend — and the right audit tier will be confirmed before any payment is taken.
Get in Touch